In 2017, the Canadian Science and Technology Museums Corporation rebranded itself as “Ingenium”, bringing a refreshed spirit and unified purpose to the activities of its three Ottawa sites: the museums of Agriculture, Aviation, and Science and Technology. Ascribe consulted with the Corporation’s executive team and heads of its sites to develop a messaging script for all employees to use when talking about and applying the new brand — ensuring a consistent, inspiring story reflective of the new brand and its science-championing values.